Germany: Oettinger acquires protein beer manufacturer JoyBräu

Germany-based brewery Oettinger has acquired JoyBräu, a start-up specialising in the manufacture of protein-infused non-alcoholic beer, FoodBev Media reported on January 29.

JoyBräu – a Hamburg-based start-up founded in 2016 by Erik Dimter and Tristan Bruemmer – produces functional protein-based beer for health-conscious consumers in Germany, as well as in other countries, including the US, Canada and the UK.

By integrating JoyBräu’s patented process technology into its product pipeline, Oettinger aims to elevate “the spirit, agility and willingness to experiment” that defines the protein beer brand, as it integrates the patented process technology into the Oe product pipeline.

JoyBräu‘s expertise in protein-infused beverages aligns with Oettinger’s broader vision for its innovation brand, Oe. Under Oe, the company plans to introduce a variety of functional drinks to both domestic and international markets in the coming year.

Oe is strategically aimed at capturing the functional drink markets, both domestically and internationally. The primary focus of its in-house product range revolves around the Original Oettinger brand, offering a diverse selection of beer, soft drinks and beer mixes.

Before the acquisition, JoyBräu successfully distributed its products globally, reaching markets in China, Japan, South Korea and the Middle East. Figures from 2022 reveal that JoyBräu achieved sales exceeding 6 million cans.

Financial details of the acquisition have not been disclosed.

30 January, 2024